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2© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

Try to think of a poorly branded company that does phenomenally well with consumers. You probably can’t, because weak branding

doesn’t drive revenue. At the 2017 ANA Brand Masters Conference, speaker after speaker gave insight into how they build industry-leading

brands designed to corner the market and drive growth.

Here are five key takeaways.

Listen to what customers are saying.

3© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

The tagline “Love. It’s what makes Subaru a Subaru” came from how Subaru owners talked about their cars. In 2008, when Subaru took the

message to heart and began to promote how its cars made its customers feel, rather than simply highlighting each car’s safety features, the change

sparked eight years of continuous growth and improved market share.

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“If you keep doing everything you’ve already done, things are going to pass you by.”

— DAN KEATS, DIRECTOR OF SPONSORSHIP MARKETING AT ALLSTATE

5© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

Consumer interests change; brands need to change with them. For your marketing to be successful, it’s not enough to stay the course.

You have to change it up to keep consumer attention and to prevent your message from going stale.

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“Exploit the intersection of data and storytelling.”— PETER BOLAND, SVP AND HEAD OF BRAND AT CHARLES SCHWAB

7© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

Use your data to determine the audience and then dig into the database further to figure out the best way to communicate with that group. Find the human truth in the numbers and then build messaging that will resonate.

8© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

Photos: Courtesy of Amazon

“You can’t just say it; you have to do it.” — STEVEN FUND, CMO AT INTEL CORP.

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Brand promises have to be more than rhetoric. If, as a brand, you say something or pledge something, it can’t be a one-off move. Be sure to follow through with consumers, and continue to do things

that are authentic or ingrained in the brand. That’s how you build dependability and earn trust.

10© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

“If your money is not going to where the consumer will see it, you’re wasting it.”

— ERICK DICKENS, VP OF MARKETING AT KING’S HAWAIIAN

11© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

Keep your marketing spend as efficient and hard-working as possible. If dollars aren’t working the way they should, reallocate them.

Don’t be afraid to rethink agency relationships or try something without your agency if you think it will have a positive effect on your bottom line.

Make every dollar count.

12© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

Want more from #ANABrand. Check out these session recaps from the ANA Marketing Knowledge Center:

60 Days to Achieving Consumer Marketing Zen

Taking the Commodity out of a Category…Is Mayhem

Taco Bell: Building a Mass Market, Indie Cult Brand

King’s Hawaiian: New May Not Be for You

SOURCES